Tinjauan Empiris Atas Faktor-Faktor yang Menentukan Adopsi Dan Penggunaan Layanan Internet Banking di Indonesia
SINAMBELA, FITRIE ARIANI (Adv.: Widigdo Sukarman, M.B.A., M.P.A.), Widigdo Sukarman, M.B.A., M.P.A.
Penelitian ini ditujukan untuk mengidentifikasi karakteristik dari pengguna Internet Banking, perbedaan persepsi dan preferensi antara pengguna Internet Banking dan non pengguna, dan mengidentifikasi faktor-faktor yang mempengaruhi keputusan nasabah dalam mengadopsi dan menggunakan Internet Banking. Hasil dari penelitian diharapkan memberikan manfaat bagi kalangan akademis maupun bagi lembaga penyedia layananan (perbankan) terutama dalam merumuskan strategi yang harus diimplementasikan oleh Bank- bank di Indonesia dal0am meningkatkan layanan Internet Banking.
Penelitian dilakukan terhadap 133 responden dengan metode purposive sampling dimana kriteria responden adalah memiliki minimal satu rekening di salah satu bank di Indonesia dan Bank dimana nasabah memiliki rekening harus telah menyediakan layanan Internet Banking. Sebelumnya dilakukan pilot survey terhadap 30 responden. Terhadap data responden, terlebih dahulu dilakukan uji kecukupan sampel, validitas, dan reliabilitas. Kemudian dilakukan uji perbedaan (uji Mann-Whitney U) untuk melihat perbedaan persepsi diantara pengguna dan non pengguna Internet Banking. Analisis faktor dilakukan untuk mengidentifikasi faktor-faktor yang berpengaruh terhadap intention dalam adopsi dan penggunaan layanan Internet Banking. Selanjutnya dilakukan analisis regresi berganda untuk mengetahui signifikansi pengaruh dari masing-masing faktor yang telah terbentuk.
Hasil penelitian menunjukkan bahwa dari 133 responden yang disurvei, terdapat 101 orang pengguna dan 32 orang non pengguna. Sebagian besar pengguna telah menggunakan Internet Banking selama lebih dari 2 tahun dengan frekuensi penggunan minimal 1 kali dalam 1 bulan serta waktu penggunaan 5-10 menit. Pengaruh aspek demografi hanya ditemukan pada komponen tingkat
pendidikan, sementara usia, jenis pekerjaan dan pendapatan per tahun tidak terbukti berpengaruh terhadap pola penggunaan Internet Banking. Penelitian menunjukkan bahwa Automatic Teller Machine (ATM) masih menjadi layanan yang paling banyak digunakan dimana layanan Internet Banking menempati urutan kedua dan diikuti oleh layanan Mobile Banking. Dari uji Mann-Whitney U ditemukan bahwa user dan non user berbeda secara signifikan dalam hal perceived usefulness, risk, trust, ease of use, personal features, information on Internet Banking, human contact, dan intention.
Melalui analisis faktor diperoleh delapan faktor yang mempengaruhi Intention yaitu Perceived Usefulness, Perceived Risks, Privacy & Security, Perceived Ease of Use, Perceived Cost, Personal Features, Trust, dan Information of Internet Banking. Hasil analisis regresi berganda menunjukkan bahwa faktor yang terbukti berpengaruh signifikan yaitu Perceived Usefulness dan Personal Features sementara enam faktor lainnya yakni Perceived Risks, Privacy & Security, Perceived Ease of Use, Perceived Cost, Trust, dan Information of Internet Banking tidak memiliki pengaruh yang signifikan terhadap Intention nasabah untuk mengadopsi dan menggunakan layanan Internet Banking.
This study aimed to identify the characteristics of the Internet Banking users, differences of perceptions and preferences between Internet Banking user and non user, and to identify factors that influence customers intention to adopt and use Internet Banking. The results of the study are expected to provide benefits for academic institutions and for the services providers (banks), especially in formulating strategies to be implemented by banks in Indonesia to improve Internet Banking services.
Research conducted on 133 respondents by a purposive sampling method in which the criteria of the respondents are have at least one account at one bank in Indonesia and the Bank where the customer has the account should has been providing Internet Banking services. A pilot survey on 30 respondents conducted previously. Against the respondent data, adequacy of the sample test, validity and reliabily test were performed first. Then Mann-Whitney U test conducted to see the differences of perception between Internet Banking user and non user. Factor analysis was conducted to identify factors that influence the intention to adopt and use Internet Banking services. Further multiple regression analysis is used to determine the significance of the effect of each factor that has been formed.
The results showed that of 133 respondents surveyed, there were 101 users and 32 non users. Most of the users have to use Internet Banking for more than 2 years with frequency of use of at least once a month and duration of use 5-10 minutes. Influence of demographic aspects are found only on the level of education, while age, occupation, and annual income do not prove an effect on the pattern of use of Internet Banking. Research shows that the Automatic Teller Machine (ATM) is still the most widely used services in which the Internet Banking services ranked as the second, followed by the Mobile Banking services.
Off the Mann-Whitney U test, the study shows that users and non users differ significantly in terms of perceived usefulness, risk, trust, ease of use, personal features, information on Internet Banking, human contact, and intention.
Based on the result of factor analysis conducted, there are eight factors influencing the Intention to adopt and use Internet Banking services that Perceived Usefulness, Perceived Risks, Privacy & Security, Perceived Ease of Use, Perceived Cost, Personal Features, Trust, and Information of Internet Banking. Multiple regression analysis results showed that factors influencing significantly are Perceived Usefulness and Personal Features while six other factors that Perceived Risks, Privacy & Security, Perceived Ease of Use, Perceived Cost, Trust, and Information of Internet Banking do not have a significant effect on customers intention to adopt and use Internet Banking services.
Kata Kunci : perbankan, internet banking, electronic banking, adopsi, analisis faktor, strategi, Banking, adoption, factor analysis, strategy, consumer behavior, Technology Acceptance Model (TAM).
